Astroc

Official Websites

• https://www.contrib.andrew.cmu.edu/~astroc
• https://www.cmu.edu/physics/undergrad-program/physics-student-life/student-clubs/astro-club.html

Brand Guidelines

2014

Categories

Brand Imagery

• Images should be Astronomy Club-related, depicting Astronomy Club events, trips, equipment, members, or Carnegie Mellon facilities. Abstract space-science-related imagery may be used sparingly.
• Images shall typically be presented as-is or with naturalistic post-processing. In coses where on Astronomy Club logo is overlaid on the image, a blue wash shall be applied over the image to create sufficient contrast for the logo, and the image must not be too complex or distracting.
• All images shall be high-quality, with no visible artifacting or distortions. Ideally these should be token with a DSLR camera. Standard rules of composition, including good lighting and proper exposure settings should be observed.

Color Palette

• COLORS USED TO UNIFY THE CMU ASTRONOMY CLUB IDENTITY Primary Colors CMYK: c = 89, m = 49, y = 51, k = 25 Pantone: 323 C CMYK: c = 5, m = 0, y = 11, k = 0 Pantone: 7500 C CMYK: c = 18, m = 84, y = 90, k = 7 Pantone: 180 Secondary Colors CMYK: c = 1, m = 16, y = 81, k = 0 Pantone: 114 CMYK: c = 13, m = 39, y = 93, k = 0 Pantone: 137

Typography

• TYPOGRAPHY Approved typefaces & styles for use on internal / external communications
• Futura Std. Style: bold & small-caps Size: 30pt Tracking: 100pt
• Adobe Caslon Pro Style: italic Size: 15pt
• Futura Std. Style: light & hex-framed Size: 19pt
• Adobe Caslon Pro Style: regular Size: 12pt Leading: 17pt
• Futura Std. Style: bold Size: 19pt
• Futura Std. Style: light Size: 10pt Leading: 15pt

Logo Usage

• Maintain a minimum distance or margin of clear space around the primary logo marks to preserve legibility and prevent them from being obscured or undermined by other elements.
• Approved background color/context for primary logo marks.
• Do not alter the proportions of the marks.
• Do not apply effects such as glows or drop shadows to the marks.
• Do not rotate or skew/distort the marks.
• Do not render the marks at smaller sizes than approved.
• Do not change the typeface or add embellishments to the marks.
• Do not apply unapproved fill or background colors to the marks.

Tone And Messaging

• The optimistic upward slant of the type and retro treatment in general reflects a nostalgic vision of the future, which coincides with the founding of the Carnegie Mellon Astronomy Club in 1967. Both the American space program and the CMU Astronomy Club are linked to a powerful sense of excitement, discovery, exploration, and fun. The visual expression of the Astronomy Club on Carnegie Mellon’s campus and in the Pittsburgh community must also strive to capture and reflect this forward­thinking sentiment while it stokes interest in astronomy, exploration, and science.

Brand Values

• The Carnegie Mellon University Astronomy Club (Astroc) has long filled an important niche in the student organization culture at CMU -it is a diverse and enthusiastic collection of undergrad and graduate students sharing and promoting their interest in astronomy, astrophysics, observation, space-science, and exploration. To reflect this broad mission, the Astronomy Club needs a more concise, consistent, and clear visual identity and communication system.
• The CMU Astronomy Club’s new visual identity draws on historical attributes of the club to build a new brand. Evoking the circular shape of a planet banded by a ring, the new primary logo marks are undeniably celestial. Further, The optimistic upward slant of the type and retro treatment in general reflects a nostalgic vision of the future, which coincides with the founding of the Carnegie Mellon Astronomy Club in 1967. Both the American space program and the CMU Astronomy Club are linked to a powerful sense of excitement, discovery, exploration, and fun. The visual expression of the Astronomy Club on Carnegie Mellon’s campus and in the Pittsburgh community must also strive to capture and reflect this forward­thinking sentiment while it stokes interest in astronomy, exploration, and science.

Visual Style

• The CMU Astronomy Club’s new visual identity draws on historical attributes of the club to build a new brand. Evoking the circular shape of a planet banded by a ring, the new primary logo marks are undeniably celestial. Further, The optimistic upward slant of the type and retro treatment in general reflects a nostalgic vision of the future, which coincides with the founding of the Carnegie Mellon Astronomy Club in 1967. Both the American space program and the CMU Astronomy Club are linked to a powerful sense of excitement, discovery, exploration, and fun. The visual expression of the Astronomy Club on Carnegie Mellon’s campus and in the Pittsburgh community must also strive to capture and reflect this forward­thinking sentiment while it stokes interest in astronomy, exploration, and science.
• Primary Colors CMYK: c = 89 m = 49 y = 51 k = 25 Pantone: 323 C CMYK: c = 5 m = 0 y = 11 k = 0 Pantone: 7500 C CMYK: c = 18 m = 84 y = 90 k = 7 Pantone: 180
• Secondary Colors CMYK: c = 1 m = 16 y = 81 k = 0 Pantone: 114 CMYK: c = 13 m = 39 y = 93 k = 0 Pantone: 137
• Futura Std. Style: bold & small-caps Size: 30pt Tracking: 100pt Adobe Caslon Pro Style: italic Size: 15pt Futura Std. Style: light & hex-framed Size: 19pt Adobe Caslon Pro Style: regular Size: 12pt Leading: 17pt
• Futura Std. Style: bold Size: 19pt Futura Std. Style: light Size: 10pt Leading: 15pt

Iconography

• Hex End Sign / Tombstone follows the end of an article
• Individual Hex filled or stroked blue.
• Tessellating Hex Field on yellow background
• At the end of longer articles, a hexagonal End Sign or tombstone is used to indicate the conclusion of the article. Elsewhere, the mark be used sparingly as a design element, but never on the same page as an official or auxiliary logo. The hex motif may be used as a tessellating field on an official colored background, or as an individual hex cell with a blue fill or stroke.

Layout And Composition

• Maintain a minimum distance or margin of clear space around the primary logo marks to preserve legibility and prevent them from being obscured or undermined by other elements.
• Do not alter the proportions of the marks.
• Do not apply effects such as glows or drop shadows to the marks.
• Do not rotate or skew/distort the marks.
• Do not render the marks at smaller sizes than approved.
• Do not change the typeface or add embellishments to the marks.
• Do not apply unapproved fill or background colors to the marks.

Photography Style

• Approved photographic styles and treatments

• Images should be Astronomy Club-related, depicting Astronomy Club events, trips, equipment, members, or Carnegie Mellon facilities. Abstract space-science-related imagery may be used sparingly.
• Images shall typically be presented as-is or with naturalistic post-processing. In coses where on Astronomy Club logo is overlaid on the image, a blue wash shall be applied over the image to create sufficient contrast for the logo, and the image must not be too complex or distracting.
• All images shall be high-quality, with no visible artifacting or distortions. Ideally these should be token with a DSLR camera. Standard rules of composition, including good lighting and proper exposure settings should be observed.

Promotion Insights

Color Analysis

Statistics computed across 1216 images

Tone Distribution

Sample Images

Image 1

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A group of men in a line on stage
• Keywords: stage, men, line, crowd, audience, lights, spotlight, green and white, sports team, athletes, athletic, sportswear, sponsor, advertisement, Astra, camera, green, white, black, orange, yellow, audience, spectators, fans, entertainment, event, competition, sports, athletic event

Image 2

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A man with a ponytail and headphones on his head.
• Keywords: man, ponytail, headphones, gaming, video game, computer game, black shirt, beard, hair, headphones, microphone, video game controller, computer monitor, gaming chair, green chair, red background, blue background, camera, video camera, recording, streaming, broadcasting

Image 3

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A person in a helmet and holding up a finger
• Keywords: person, helmet, finger, crowd, event, lights, stadium, spectators, video game, gaming convention, attendee, gaming fan, atro, promotional event

Image 4

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A group of men in green and white shirts walking on a stage
• Keywords: group, men, green, white, shirts, stage, walking, audience, lights, sports, team, competition

Image 5

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A man holding a trophy next to an alien figure
• Keywords: trophy, alien, figure, man, award, video game

Image 6

The Halo World Championship through the ASTRO lens. #HaloWC Full photo album //

Attributes:

• Caption: A person wearing a helmet with a red visor pointing at something.
• Keywords: person, helmet, red visor, pointing, crowd, event, arena, spectators, lights, stage, audience, technology, gaming, virtual reality, immersive experience, futuristic, science fiction, sci-fi, futuristic vision, augmented reality, augmented vision, ar, av

Image 7

absolutely crushed the casting this weekend @MLGPuckett @Walshy #HaloWC | @HCS

Attributes:

• Caption: Two men in suits stand on stage with a backdrop of lights and a giant screen behind them
• Keywords: men, suits, stage, lights, giant screen, backdrop, television, technology, business, conference, presentation, event, entertainment, professional, formal, networking, communication, teamwork, collaboration, success, achievement

Image 8

absolutely crushed the casting this weekend @MLGPuckett @Walshy #HaloWC | @HCS

Attributes:

• Caption: Two men standing in front of a screen
• Keywords: men, standing, screen, smiling, wearing ties, suits, smiling, posing, in front, stage, television, lights, background, audience, stage, event, entertainment

Image 9

A few hours remain on our #HaloWC giveaway with a fresh A40 Headset + MixAmp and BP35 Backpack. Enter for your chance to win -

Attributes:

• Caption: A robot with a gun on his back
• Keywords: robot, gun, headphones, silver, yellow, armor, camera, strap, gadget, robotic, futuristic, sci-fi, technology, weapon, cyborg, metal, robotics

Image 10

A few hours remain on our #HaloWC giveaway with a fresh A40 Headset + MixAmp and BP35 Backpack. Enter for your chance to win -

Attributes:

• Caption: A robot with a gun on its back
• Keywords: robot, gun, backpack, armor, plastic, yellow, silver, metal, arm, hand, firearm, ammo, weapon, futuristic, sci-fi, action figure, toy, display

… and 1206 more images